How do you get thousands of pharma employees hyped about Lung Cancer Awareness Month? You meet them in their inbox.

As part of the creative team at Area 23, I led copywriting for a series of internal Pfizer newsletters designed to inform, engage, and spark real participation. Each message delivered a fresh, thoughtfully crafted entry point into the campaign, from interactive trivia and word games to conversation prompts and resource spotlights. The tone was everything: clever, clear, and never clinical.

Beyond email, I helped develop experiential touchpoints across the office, partnering with art directors to bring this multi-week initiative to life across digital and physical spaces.

Pfizer may have left the agency before launch, but not before they got a good dose of our heart work.

Scroll down to explore the concept work.